本文選題：TH神奇樹屋 + 英語繪本館　； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：TH神奇樹屋2014年由高校英語教師發(fā)起成立于X大學(xué)校園內(nèi),是一家致力于營造社區(qū)式幼兒英語學(xué)習(xí)環(huán)境(Bilingual Learning Community)的教育中心,目標(biāo)是為2-12歲孩子提供優(yōu)質(zhì)的母語式英語學(xué)習(xí)環(huán)境,其特色在于該中心內(nèi)創(chuàng)建有一個小型繪本館(Picture Gallery)。近年來,兒童早期教育的發(fā)展和教育引起了人們足夠的重視,也涌現(xiàn)了很多"孩子越早學(xué)習(xí)英語越好"的觀點,兒童英語培訓(xùn)在我國英語培訓(xùn)市場上占據(jù)約60%份額。由于兒童英語培訓(xùn)行業(yè)的入門門檻不高,利潤空間相對較大,各類培訓(xùn)機(jī)構(gòu)紛紛涌入搶占市場,行業(yè)內(nèi)競爭日趨激烈。因此TH神奇樹屋急需構(gòu)建完善的現(xiàn)代市場營銷策略以應(yīng)對當(dāng)前復(fù)雜的市場環(huán)境,同時運用先進(jìn)營銷理念提高消費者的滿意度,持續(xù)增加經(jīng)營業(yè)績,提升其市場核心競爭力,已成為TH神奇樹屋發(fā)展研究的重要課題。本文從兒童英語培訓(xùn)和英語繪本館國內(nèi)外的發(fā)展現(xiàn)狀出發(fā),用PEST分析法對TH神奇樹屋的營銷環(huán)境進(jìn)行了具體闡述和分析;在此基礎(chǔ)上運用五力模型即供方議價能力、買方議價能力、新進(jìn)入者的威脅、替代品的威脅和同業(yè)競爭者的競爭程度對TH神奇樹屋周邊競爭環(huán)境進(jìn)行分析,從而制定TH神奇樹屋詳細(xì)的營銷策略;以TH神奇樹屋面臨的優(yōu)勢和劣勢、面臨的機(jī)會和威脅作為研究對象和主要研究內(nèi)容,運用SWOT分析法進(jìn)行了細(xì)致探討,為TH神奇樹屋提出了英語培訓(xùn)與英語繪本館相結(jié)合的創(chuàng)新發(fā)展模式。運用STP營銷策略法分析TH神奇樹屋周邊的市場細(xì)分、TH神奇樹屋目標(biāo)市場選擇以及目標(biāo)市場定位;再結(jié)合4Ps營銷理論對當(dāng)前TH神奇樹屋的發(fā)展提出了新的營銷策略,包括具體的產(chǎn)品策略、價格策略、促銷策略以及渠道策略,以此來促進(jìn)TH神奇樹屋的發(fā)展。本文的研究旨在解決TH神奇樹屋經(jīng)營中市場拓展方面的實際問題,相關(guān)研究成果有望能夠幫助TH神奇樹屋改進(jìn)市場營銷理念,提高市場營銷水平,進(jìn)一步發(fā)揮自身優(yōu)勢,避免劣勢,提升市場競爭力,確保其可持續(xù)健康穩(wěn)定發(fā)展,并為同行業(yè)其他培訓(xùn)中心的發(fā)展提供一定的參考價值和借鑒意義。
[Abstract]:Th Wonder Tree House was founded on the X campus by college English teachers in 2014. It is an educational center dedicated to creating a community Learning learning environment for young children. The goal is to provide a quality native English learning environment for children aged 2-12.The center features the creation of a small Picture gallery.In recent years, the development and education of early childhood education has attracted people's attention, and a lot of views have emerged that "the sooner the children learn English, the better". Children's English training accounts for about 60% of the English training market in our country.Due to the low entry threshold and relatively large profit margin in the children's English training industry, all kinds of training institutions have poured into the market and the competition in the industry is becoming increasingly fierce.Therefore, th tree house urgently needs to construct perfect modern marketing strategy to deal with the current complex market environment, at the same time, using advanced marketing concept to improve consumer satisfaction, continuously increase business performance, enhance its market core competitiveness.It has become an important subject in the development of th tree house.Based on the development of children's English training and English painting library at home and abroad, this paper expounds and analyzes the marketing environment of th magic tree house with PEST analysis method, and then applies the five forces model, that is, the bargaining power of the supplier, to analyze the marketing environment of th magic tree house.The buyer's bargaining power, the threat of new entrants, the threat of substitutes and the competitive degree of competitors in the same industry analyze the competitive environment around th magic tree house, and then formulate the detailed marketing strategy of th magic tree house;Taking the strengths and weaknesses, opportunities and threats faced by th magic tree house as the research object and main research contents, the paper makes a detailed discussion by using SWOT analysis method.The innovative development model of combining English training with English painting Library is proposed for th Magic Tree House.This paper analyzes the target market selection and target market positioning of th magic tree house by using STP marketing strategy method, and puts forward a new marketing strategy for the development of th magic tree house based on 4Ps marketing theory.Including specific product strategy, price strategy, promotion strategy and channel strategy to promote the development of th magic tree house.The purpose of this paper is to solve the practical problems in the market expansion of th Magic Tree House, and the related research results are expected to help th Magic Tree House to improve its marketing concept, improve its marketing level, and further develop its own advantages.To avoid disadvantages, to promote market competitiveness, to ensure its sustainable, healthy and stable development, and to provide certain reference value and significance for the development of other training centers in the same industry.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G523;F274

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